By Arun Sudhaman

GREENVILLE, SC: Michelin has selected M Booth & Associates to oversee its brand PR in the US, after ending its retainer with Hill & Knowlton at the end of 2010.

M Booth will handle the key Michelin brand portfolio in the US, while H&K will continue to represent product PR for Michelin Canada and the BFG brand in the US.

Michelin North America senior PR manager Lynne Fowler confirmed the shift followed a competitive review at the end of last year.

“As part of the process, we reviewed a number of qualified candidates, but M Booth best displayed the qualities we were looking for in a strategic partner and were unanimously chosen as the best fit for the brand,” said Fowler. “They are highly creative, very thorough, energetic, and demonstrated the ability to engage through all communications channels.”

A source involved in the process said that Michelin was seeking a “stronger consumer edge”.

M Booth will take charge of PR activities relating to the Michelin brand’s passenger and light truck replacement tire business.